Evangelizing AR

February 11, 2019

AR & sales – understanding market opportunities

Recently, we shared a few tips for using AR in marketing to activate thought leadership. Today, we want to focus on the relationship between AR and sales. Sales teams tend to be less actively involved in ...

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Evangelizing AR

February 1, 2019

AR & marketing – activating your thought leadership

At Spotlight, our clients run the gamut from large enterprises to small independent firms, start-ups to mature organizations, and experienced analyst relations pros to relative newbies in AR. One thing they all share is the ...

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Evangelizing AR

January 28, 2019

5 tips for addressing those who think analysts “just don’t get it”

We all have probably experienced our spokespeople returning from an analyst interaction saying, “the analyst just doesn’t get it.” These disagreements can be about relatively insignificant details or major foundational chasms. How we address our ...

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Best practices

January 25, 2019

Rise up & stand out: how to create a compelling analyst briefing

A briefing is one of the best ways to inform an analyst of the value that your company provides to a given market. And, anyone can do it – it doesn’t require a subscription, plus ...

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Advanced AR techniques

January 22, 2019

The best way to create like-mindedness with analysts

Tell me if this sounds like something you’ve dealt with – you and your team feel something about your platform or services is more important than an analyst does. While I’m sure this is rare ...

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Advanced AR techniques

January 16, 2019

Do you know where you stand with analysts?

A Forrester Wave or Magic Quadrant just published. You sigh in relief and pat yourself on the back for another job accomplished. But if you’re like us, it’s not too long before the question starts ...

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Advanced AR techniques,Case studies

December 1, 2018

Case study: Reprioritizing AR efforts to accommodate new products

We all know prioritization is a key tenet of analyst relations. Since budget, time, and personnel are all limited in AR, what do you do when your company wants to launch a new product into ...

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AR news

November 28, 2018

Forrester’s mojo move to acquire SiriusDecisions – what does it mean?

The exciting news that Forrester will acquire rival analyst firm SiriusDecisions no doubt raises questions for analyst relations professionals. Many of which will take months or more to answer. But the sooner you begin to think about ...

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Advanced AR techniques

November 27, 2018

Customer reference selection – so much more than finding your raving fans

In a perfect world, we would have an unlimited roster of raving fans who are available at the drop of the hat to give us a glowing review. Ah, utopia. In reality, we know customer ...

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Advanced AR techniques

November 14, 2018

Three ways to make analysts your advocates

“On a scale of 1-10, how likely is it that you would recommend [brand] to a friend or colleague?” Ah, the Net Promoter Score question. While this evaluation question itself is remarkably simple, the factors that impact ...

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AR Industry

Staffing and Recruiting Challenges in AR

We surveyed our community to ask about common challenges, similarities, and differences among us when trying to recruit AR staff. In this webinar, we review some early findings from the data and draw conclusions from what we know now.


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